What’s in it for me?

The world at large is getting a crash course in Marketing 101: Messaging Matters. News outlets seem to be pushing one of two extremes: this pandemic is either the end of the world as we know it, or a complete, overblown hoax. I find myself believing the truth is probably somewhere in the middle, but what’s been most interesting to me is watching how people choose which messages they take in and act on. It comes down to W-I-I-F-M. This is shorthand for one of the most powerful questions you can ever answer for someone you hope to persuade to take an action: vote for your cause, comply with a rule, or fork over cash to buy something.

“What’s In It For Me?”

We don’t want to see ourselves as selfish people, but this question comes into play in almost every decision we make. The value to us – our beliefs, our way of life, our budget – must outweigh the cost. The benefit to me (at least perceptually) must outweigh the benefit to you, or I’ll keep shopping until I feel the right balance.

So, how does your messaging answer W-I-I-F-M in today’s climate?

You need more than a postcard featuring a smiling technician standing beside an A/C system with a generic coupon. You’ll get a lot more interest if you focus your attention on what homeowners need, or alleviating their fears about their home’s air and their energy expenses. You can provide a cleaner, healthier home for the prospect’s family and save them money on future energy bills in an uncertain economy. So tell them that.

If you want to take that one step further, there is a HUGE push right now to support local small businesses, and there’s nothing wrong with reminding people you are a part of what makes their community great. The hard reality is, if your community doesn’t support you then their friends and neighbors lose jobs which takes money away from the local shops and schools your prospects own and benefit from. There are heartwarming stories everywhere about communities rallying around restaurants’ curb-side pickup options, small stores that have been forced to go exclusively online, and barber shops who have been closed for months. Don’t let them forget about you!

You are MORE important to the community than just another option of places to eat or somewhere they can get a last-second gift. Sometimes WIIFM is a huge immediate gain like, “Book now and we’ll give you a $100 Visa gift card,” but other times WIIFM is about collectively doing our part to prevent further loss. The message is strong, applicable, and relatable either way, but one is much easier to communicate. Now is a more important time than ever to put a very empathetic and personable face on your company. “We’ve been serving the X community for 50 years, and we need your help to continue going strong.” People respond to true humility, and from top to bottom, this virus has humbled us all.

At the end of the day, are you getting out the correct messages to your community right now? Are you getting ANY messages out at all? I know the extreme temptation is just to bunker down, stop all spending and hope to survive, but what’s in it for you to be proactive could be a banner month of sales right at the perfect time, or just simply avoiding more layoffs until this stabilizes. Either way, you can’t afford to simply go silent and fade away.

If you need some guidance selecting the most effective message for your area and how to get that message out, please let us help. It costs absolutely nothing to see if Hudson,Ink can help take the burden of your marketing (and messaging!) off your shoulders. Give us a call at (800) 489-9099 or send us an email to [email protected] to arrange a time to speak with me or one of our other coaches.